Exclusive: The NOLA cupcake interview

I am a cupcake addict, I just love them, the way they look and how they melt in your mouth, and the fact that they are so tiny so you don't  feel so guilty when you eat them, and they give you an excuse to try another one. I have tried so many kinds from different places, and  I have to say NOLA is the best place in Cairo to get cupcakes from, their cupcakes are just perfect, whenever I am in Zamalek, I must pass by NOLA. buy a box of cupcakes go home, make a big cup of hot chocolate and lay down on my sofa, watching the latest episode of gossip girl, this for me the perfect end to a busy cold hectic day.
they have this cute little shop in Brazil street all painted in Robbin egg-blue with the cutest decorations ever. my best two flavours that I highly recommend are the apple/cinnamon and the red velvet, oh their red velvet, I once made my husband drive me for an hour just to get a red velvet from their Diplo outlet in North-coast. so imagine how delicious it could be !!!!

so of course when I got  the chance, I had to interview the creative minds behind NOLA, The Sedkys Laila and Adel.

How cute is this ?!

My one and only love NOLA's red velvet

the only reason I could eat sheep

Halloween's collection

Tell me a brief a bout your self.

Laila: I’m the risk taker who doesn’t know how to be tied down and like to do things in unorthodox ways.

Adel: I enjoy facing challenging obstacles and finding path to overcome them.

Tell us the NOLA story how and why did you start it?

Laila: NOLA is a family business that is run by Laila and Adel Sedky.  The NOLA story began when I moved back from Montreal, after living abroad for seven years. Food has always been my passion so I knew I wanted to pursue a career in the food industry. In 2010 I decided to begin by establishing a high-end bakery specialized in cupcakes, which will eventually allow me to expand into more products and food-related ventures. By the end of 2010, after a year’s worth of hard work, my team and I got NOLA off the ground and opening on October 7^th. Due to NOLA’s exponential growth, my brother Adel joined the business to help develop the company further.

What does (NOLA) refers to?

Laila: NOLA refers to Noor and Laila. 



What's your cupcake favorite flavor?

Laila: Currently Chocolate. 

Adel: LOVES Cookies N' Cream



What part of your job you love the most?

Laila: Meeting our customers. NOLA has the most interesting customers, I always get entertained talking with them and hearing what they have to say. Makes me feel really blessed to meet such interesting people.

Adel: I’m in charge of the product development and catering department so seeing the customer’s expressions and exceeding their expectations is what drives me to work harder, want NOLA to develop and enjoy my job more everyday. 

 Tell us about the NOLA wedding fairy tale experience.

Laila: NOLA wedding fairytale is that one of NOLA's customers that we had not met before asked to have a meeting with us. When we met him, we were taken by surprise to find out that he was asking us if he could propose to his fiancée at NOLA Cupcakes. It meant so much to us that they chose our little store to share such a special memory with us. We were overwhelmed with joy. 


                     Video for the NOLA  fairytale wedding proposal, amazing !!!


Can you explain the cupcake craze in Egypt?

Adel: Cupcake Craze began actually in North America, years before it hit Egypt. However, over the past couple of years people have been seeing many images and designs on facebook and following on the media craze abroad. However it was not accessible for the Egyptian market at your fingertips. You had to always order it in advance. The beauty of the cupcake is once you see it; you feel the need to instantly indulge in it. Cupcakes also play on the behavioral psychographics of customers. Cupcakes tend to trigger happy emotions since cakes are usually related to happy memories in a person’s life of when they were younger, such as birthdays, weddings and happy celebrations. 


 In America it's all about cupcakes and in france it's all about macaroons, so as the Macaroon places is increasing in number in Egypt, do you think it will be a cupcake Vs Macaroon war?

Adel: No I believe that there is plenty of room for people to enjoy cupcakes as they can enjoy macaroons. Especially that they come in small sizes. Also cupcakes have the advantage of being able to customize them and be more playful with them.

 



What was the toughest moment and what was the happiest moment in you career so far?

Laila: Toughest moment in my career was realizing that not everything goes to plan and that you have to work around your frustration to get where you want to reach or else you just be stuck so being able to over come frustration and accepting that lack of experience is fine. Happiest moment in my career would definitely have to be the wedding proposal.

Adel: happiest moment: the day I saw NOLAs logo. Toughest Moment: the day I decided to leave my career and to join NOLA full time and committing to making it my number one priority without looking back. 



If you have limitless choices what cupcake flavor would you like to invent?

Adel: A flavor that would make everyone happy. It would be the NOLA Cupcake. It’s a work in process.

Laila: the cookie dough cupcake we created for December is by far the best thing I ever tried. It’s not like anything I have ever tried before. I’m sure it will win cupcake wars this time. 

 


What is Cupcake Wars?

Adel: Cupcake Wars is an event NOLA holds on the 25th of every month where two cupcakes battle it out for flavor of the month. Customers come try free cupcakes and they vote on our voting cards between two cupcakes and the one with highest votes wins flavor of the month. This month it’ll be Cookie Dough Cupcakes VS. Crème Brule Cupcakes. However, due to the current events we postponed this cupcake wars to Monday 28th of November. 

What role does NOLA play in its community?

Adel: We have the NOLA Gives Back Foundation that gives back to our community in 3 ways: 1) we created a charity cupcake for 10 LE which 100% of it proceedings goes to our sponsored cause (we sponsor causes for four months) including its cost. 2) All unsold cupcakes go to Orphanages over Cairo, as NOLA has a freshness policy and nothing stays over night. 3) We sponsor events such as  (breast cancer awareness, UN aids etc). 

First Cause: Operation Smile

Second Cause: Magdy Yacoub Foundation





What are the future plans for NOLA?

Laila: The sky is the limit.

Laila and Adel Sedky